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Online Travel

Google Hotels Ads Could Make Gains With Chain Loyalty Rates

Luke Bujarski

Photo Credit: This Google neon sign was purchased in a garage sale in Menlo Park, California on June 14, 2009. Flickr / Matt Montagne

Skift Take

The big chains now offer special book-direct deals through Google Hotel Ads. This helps with click-through and conversions, but also with new loyalty member acquisition — everything a growing hotel chain needs in an ad partner.

As we highlighted in our most recent Research Report, A Deep Dive Into the Google Travel Ecosystem 2018, the terms of rate parity agreements between hotels and their online travel agency partners have loosened, opening up a potential opportunity for Google to capture additional favor with the travel shoppe These agreements have traditionally obligated hotels to maintain room rate parity on online travel agency and other channels, including their own websites. Unlike in Europe, where governments outright banned rate

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